Style, now available in dog sizes.
The brief
Build Petco’s first premium lifestyle brand for dogs. One capable of competing with a new wave of modern pet-parent brands.
The idea
Pets aren’t just pets. They’re family.
Which means their gear shouldn’t just be durable, it should be designed. Something you’d proudly bring into your home. Something you might even wear yourself, if you could.
Reddy brings performance and design together, creating gear as considered as the bond between people and their dogs.
My role
I carried Reddy’s voice across campaigns, retail storytelling, and brand expressions, helping the brand show up consistently wherever it lived (and barked).
As the brand gained traction, it expanded beyond product into a pop-up store in NYC.
Working with Droga5, I helped pioneer the voice and messaging for the store and its launch campaign — one that left ‘scratch and sniff’ paw prints across the city, inviting pets and their people to play their way to the storefront.
The result was a meaningful step forward for Petco into the premium pet space with an owned brand that could stand on its own. The SoHo store remained open two years beyond its original timeline, reflecting the strength of the concept in the real world.